Duracell Hopes to Build
Emotional Ties to Batteries

BOSTON -- Battery makers mostly try to grab consumers by bragging about performance or by making them chuckle.

Now, market-leader Duracell, whose battery sales have started to rebound from a three-year decline, is launching an ad campaign with the unusual goal of making consumers feel an emotional attachment to their batteries.

Duracell, a unit of Gillette, recently switched from its regular agency Omnicom Group's BBDO to Acme...